Detroit’s Jalen Rose Speaks to the City’s Heartbeat in New Jeep Commercial   

Jalen Rose stands by a Grand Wagoneer in his “Where I’m From” ad.

 Photo courtesy of Stellantis


Jalen Rose, a Detroit legend, former NBA player, and sports analyst doesn’t have to look far to find the roots of his success. 

Rose, who fiercely reps Detroit, shows his love for the city, and his affinity for Jeep, in more ways than one in a new commercial that brings the Jeep brand to the forefront — and along for the ride. 

As part of a “Where I’m From” social and digital campaign, Rose is featured in a Grand Wagoneer launch ad that tells the story of his journey, while paying homage to Detroit and the people who embrace him.  

“The streets are the heartbeat of the city, where character is built, where dreams are born and bosses are bred. #Detroit is my DNA,” Rose posted recently on Instagram alongside a video clip of him cruising around the city in the Grand Wagoneer. “The streets of my city helped me rise to the top. Detroit, what side you from? East/West?” 

“Where you come from it doesn’t define where you’re going to go, but it provides the foundation that will get you there,” said Jalen Rose. “In Detroit, our pride comes from the neighborhoods that molded, taught, inspired, and kept us, and in return, we keep them in our hearts. Taking pride in knowing that where we’re from builds who we are. This is why I will always invest my time and resources into this city and its people, including through the Jalen Rose Leadership Academy in my old neighborhood.” 

The inclusive advertisement also celebrates people from other cities across the nation, including Detroit, who are making an impact.   

Rose is seen in the commercial driving a Grand Wagoneer through the well-traveled Detroit streets, including Woodward Avenue, Six Mile, Rosa Parks, Martin Luther King Jr. boulevards, and around Hart Plaza, the home of “The Monument to Joe Louis,” while sharing how the city of Detroit molded him, and how he is a reflection of that spirit, which helped make him the person he is now. 

Rose told the Michigan Chronicle that “authenticity” is what helped him achieve the level of success he is currently at, along with a helping hand of his hometown. 

“I take pride in for myself and my hometown,” Rose said. “I have a level of passion for those who support and love and want to give back to the city in a way I do.” 

The campaign will continue to build through mid-March, with Jalen encouraging his fans to share their own city pride stories through the hashtag #WhereImFrom. 

The “Where I’m From” 60-second video feature was created in partnership with Detroit-based creative agency Boulevard. 

The Wagoneer, described as a premium extension of the Jeep brand builds on the already-established legacy as the original premium SUV. The vehicle offers a unique and premium customer service experience, technological advancements, and more. 

“Jalen is a fierce advocate for the city of Detroit and hometown hero, and we’ve been fortunate to work with him through his Jalen Rose Leadership Academy,” said Marissa Hunter, vice president of marketing – North America for Stellantis. “The Grand Wagoneer sets a new standard of modern mobility, sophistication, and authenticity, one that celebrates the drive to achieve. This initiative is grounded in and honors where it all started for Jalen and other Detroiters through their journey of success. We invite our audiences to help us celebrate Detroit during our kickoff and other cities and neighborhoods across the nation throughout the six-week campaign.” 

The video launched today across Rose’s social channels, including FacebookTwitter, and Instagram.   

Rose also told the Michigan Chronicle that with the commercial, he is most looking forward to inspiring young people looking up to him through the ad. 

“I know for a fact so many young people in Detroit that see this (will) be reminded of what I always say, ‘If I can make it from here you can too, and when you do make it reinvest like I am.’” 

The Jeep brand marked its 10th-year last year as a corporate partner of the Jalen Rose Leadership Academy (JRLA) in Detroit, which has included scholarships, mentoring, cultural field trips, special events, recognition awards, and building improvements. The Jalen Rose Leadership Academy aims to empower all scholars to develop the strength of character, skills, and knowledge needed to matriculate, be great in and graduate from college or a post-secondary institution so that they have opportunities to be successful in the competitive world and to take care of themselves and the people that they love, according to a press release.  

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